2024
0
China Marketing to Gen Z Market Report 2024
2024-07-03T11:02:12+01:00
REP96E2DB42_4F4D_43BC_B980_02ED297EC41A
4400
174299
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Report
en_GB
This report looks at the following areas:This Report explores the latest trends in Gen Z lifestyles, including their own self-evaluation, their interpersonal relationships, stress-relief efforts, online community engagement and consumer…

China Marketing to Gen Z Market Report 2024

 4,400 (Excl.Tax)

Report Summary

This report looks at the following areas:

This Report explores the latest trends in Gen Z lifestyles, including their own self-evaluation, their interpersonal relationships, stress-relief efforts, online community engagement and consumer behaviours. It also examines Gen Z’s brand perceptions and affinity for domestic and international brands across different categories in order to further understand their changing lifestyles and values.

  • Changes in income and family structure
  • A self-evaluation of Gen Z’s areas of anxiety and confidence
  • Gen Z’s interpersonal relationships
  • Various stress-relief methods and changes in perceptions of their effects
  • Community engagement and changes in consumer behaviours
  • A comparison of consumer perceptions of and affinity towards different domestic and international brands
  • Expectations for the next decade

Gen Z consumers hold conflicting attitudes – on one hand they want to keep others at a comfortable distance, while at the same time building a harmonious relationship with others and with themselves. Brands can connect with Gen Z on an emotional level by understanding their innermost needs and leveraging the 'power of feelings' in products and services.

Gloria Gan, Senior Analyst, China Insights

Market Definitions

For the purposes of this Report, Generation Z, or Gen Z, are defined as those born after 1995. Consumer data used for this Report is based on a sample of 18-27 year olds with a monthly household income of over RMB6,000 in Tier 1 cities or over RMB5,000 in Tier 2 or lower cities. It should be noted that the age of the Gen Z sample has slightly changed in different survey years, such as in the 2022 report where the age range was 18-26.

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Definitions
    • What you need to know
    • The market
    • Seeking stability amid uncertainty
    • Graph 1: features of an ideal job, 2021-24
    • Marketing activities
    • New product trends
    • The consumer
    • Workers have over three times the economic power of students
    • Graph 2: monthly disposable personal income (RMB), by employment status, 2024
    • Graph 3: income structure, by employment status, 2024
    • 70% confident, 30% anxious; Gen Z are cautious, but optimistic
    • Graph 4: self-assessment of personal status, 2024
    • Half of respondents have participated in charitable events, while 'lite' socialising gains in popularity
    • Graph 5: social interaction practices, by gender, 2024
    • Developing long-term interests is a widely recognised as a stress-relief solution
    • Graph 6: de-stressing activities and their effectiveness, 2024
    • Over half of Gen Z are active in various communities, especially women
    • Graph 7: community engagement, by gender, 2024
    • Consumers are increasingly savvy in increasing and reducing their spending
    • Graph 8: changes in consumer behaviour, 2024
    • Huawei is far and away the top choice for Gen Z consumers
    • Graph 9: brand perception and affinity, 2024
    • Consumers still want to spend, but are ultimately looking to achieve a work-life balance
    • Graph 10: expectations for the next decade, 2024
    • Issues and insights
    • What we think
  2. The market

    • Market factors
    • Financial confidence rebounds as consumers seek certainty amid uncertainty
    • Graph 11: features of an ideal job, 2021-24
    • Graph 12: financial confidence, by generation, 2022-24
    • 'Reverse consumption' is not anti-spending, but instead prizes savvy trade-offs
    • Graph 13: [no title]
    • Gen Z crave the warmth of family but fear the accompanying pressures
    • Graph 14: Gen Z's priorities, 2021-23
    • Graph 15: social media mentions of 'family distancing (断亲)'*, 2023-24
    • While consumers are willing to pay for digital content, the online world can breed both friendship and loneliness
    • Graph 16: paid digital content, 2022-24
    • Gen Z are enthusiastic about self-help, exploring their own identity and different ways to socialise
    • Graph 17: mentions of and engagement with 'MBTI (Myers–Briggs Type Indicator)' on social media*, 2023-24
    • Marketing activities
    • Brands can bring together 'MBTI buddies' for comfortable socialising
    • Emotive IPs imbue co-branded products with feelings
    • Engagement in charity activities reflects young people's values
    • New product trends
    • Disrupt the homogenised design of digital products
    • Blend metaphysics with the blind box
    • Scented clothing has entered the healing market
    • Combat Gen Z's indecisiveness with product usage guidelines
    • Brands can create DIY products and find fun 'buddies'
  3. The consumer

    • Changes in income and family structure
    • Workers' income is three times that of students
    • Graph 18: income structure, by employment status, 2024
    • Graph 19: monthly disposable personal income (RMB), by employment status, 2024
    • A quarter of Gen Z workers are trying to boost their income through online 'start-ups'
    • Graph 20: income structure, by employment status and city tier, 2024
    • Graph 21: monthly disposable personal income (RMB), by employment status and city tier, 2024
    • The proportion of workers living with their family or partner continues to grow, demonstrating a desire for emotional connection
    • Graph 22: living situation, by employment status, 2022-24
    • Self-assessment of personal status
    • 70% confident, 30% anxious; Gen Z are cautious, but optimistic
    • Graph 23: self-assessment of personal status, 2024
    • After a few years of working, women aged 25-27 may experience a crisis of confidence
    • Graph 24: select self-assessments of personal status, by gender and age, 2024
    • Younger people in Tier 2 and 3 cities are more concerned about the future
    • Graph 25: select self-assessments of personal status, by city tier, 2024
    • Social interaction practices
    • Half of Gen Z consumers have participated in charity events, while 'lite' socialising emerges as a new trend
    • Graph 26: social interaction practices, by gender, 2024
    • Female students are more keen to buddy up
    • Graph 27: select social interaction practices, by gender and employment status, 2024
    • The proportion of consumers testing out 'gender-related benefits' may reflect the imbalance in status between men and women across city tiers
    • Graph 28: select social interaction practices – 'using an avatar of the opposite gender, filling in a different gender online', by gender and age, 2024
    • De-stressing activities and their effectiveness
    • Consumers recognise the value of long-term 'hobby therapy'
    • Graph 29: de-stressing activities and their effectiveness, 2024
    • As they age, consumers become more cautious than impulsive in their spending
    • Graph 30: select de-stressing activities and their effectiveness – 'impulse shopping', by gender and age, 2024
    • Participants in charity events prefer themed, large-scale gatherings with strangers
    • Graph 31: select de-stressing activities and their effectiveness, by participation in charity activities, 2024
    • Community engagement
    • Over half of Gen Z are active in online communities, with women more active than men
    • Graph 32: community engagement, by gender, 2024
    • Gen Z in Tier 1 cities actively seek promotional information from online communities
    • Graph 33: community engagement, by city tier, 2024
    • Brands' owned media communities on are key to increasing consumer loyalty
    • Graph 34: select community engagement, by being a regular customer or not, 2024
    • Changes in consumer behaviour
    • Consumers reduce their spending in some areas to spend more on others
    • Graph 35: changes in consumer behaviour, 2024
    • Students focus on reducing spending, while demand for trading up remains strong
    • Graph 36: changes in consumer behaviour, by employment status, 2024
    • Gen Z women show strong demand for self-improvement and are willing to pay up for what they love
    • Graph 37: changes in consumer behaviour, increased spending, by employment status and gender, 2024
    • Brand perception and affinity
    • Huawei's influence among Gen Z far exceeds that of all other brands
    • Graph 38: brand perception and affinity, 2024
    • Li-Ning's social impact is strongest in Tier 1 cities, while consumers in lower tier cities recognise Nike's product competitiveness
    • Graph 39: perception of and affinity towards clothing brands, by city tier, 2024
    • Lower tier markets show greater appreciation of international coffee brands
    • Graph 40: perceptions of and affinity towards coffee brands, by city tier, 2024
    • Female consumers in lower tier cities appreciate international BPC brands but prefer domestic competitors
    • Graph 41: female consumers' affinity towards and perceptions of BPC brands, by city tier, 2024
    • As a premium brand, Dyson is yet to fully realise its potential in terms of social impact and cultural power
    • Graph 42: perceptions of and affinity towards Dyson, by monthly household income, 2024
    • Expectations for the next decade
    • Gen Z might not be leading a low-desire lifestyle, but they are trying to achieve balance
    • Graph 43: expectations for the next decade, 2024
    • In Tier 1 cities, becoming a 'slash youth' or freelancing can counter fierce workplace competition
    • Graph 44: expectations for the next decade, by employment status and city tier, 2024
    • Workers are optimistic about AI, while students are more concerned
    • Graph 45: perceptions of artificial intelligence, by employment status, 2024
  4. Issues and insights

    • Relationships with friends are based on shared interests
    • 'Lite' socialising based on shared interests can help Gen Z make all sorts of friends
    • Brands can also become Gen Z's 'study buddy'
    • Relationships with the family are based on mutual support
    • Learn to love yourself, to better love others
    • Parents are children too; encourage equal dialogue and mutual understanding in family relationships
    • Relationships with brands are based on relatability
    • Create expressive IP characters to boost emotional value
    • Brands are playfully memeing their own logos, disrupting traditional brand perceptions
  5. Appendix – methodology and abbreviations

    • Methodology
    • Abbreviations

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